Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues

Journal of Interactive Marketing

Volumn 34, Issue , 2016, Pages 37-48

  Shankar, Venkatesh ^a   Kleijnen, Mirella ^b   Ramanathan, Suresh ^c   Rizley, Ross ^d   Holland, Steve ^e   Morrissey, Shawn ^e  

^a TEXAS A AND M UNIVERSITY   (United States)

^b VU UNIVERSITY AMSTERDAM   (Netherlands)

^c TEXAS A AND M UNIVERSITY   (United States)

^d Marketing Science Institute   (United States)

^e 7 Eleven ^*  (United States)

Author keywords

Consumer behavior; Digital marketing; Mobile marketing; Shopper marketing; Technology

Indexed keywords

EID: 84963951639     PISSN: 10949968     EISSN: 15206653     Source Type: Journal    
DOI: 10.1016/j.intmar.2016.03.002     Document Type: Article

References (68)

1. Adipat Boonlit, Zhang Dongson, Zhou Lina The Effects of Tree-view Based Presentation Adaptation on Mobile Web Browsing. MIS Quarterly 2011, 35(1):99-122.
2. Andrews Michelle, Luo Xueming, Zheng Fang, Ghose Anindya Mobile Ad Effectiveness: Hyper-contextual Targeting with Crowdedness. Marketing Science 2015, 10.1287/mksc.2015.0905.
3. Andrews Michelle, Goehring Jody, Hui Sam, Pancras Joseph, Thornswood Lance Mobile Promotions: A Framework and Research Priorities. Journal of Interactive Marketing 2016, 34:15-24.
4. Babin Barry J., Darden William R., Griffin Mitch Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research 1994, 20:644-656.
5. Banfi Francesco, Caylar Paul-Louis, Duncan Ewan, Kajii Ken E-journey: Digital Marketing and the Path to Purchase. McKinsey & Company Report on Telecom, Media, and High-Tech Extranet 2013, (January).
6. Bargh John A., Gollwitzer Peter M., Lee-Chai Annette, Barndollar Kimberly, Troetschel Roman The Automated Will: Nonconscious Activation and Pursuit of Behavioral Goals. Journal of Personality and Social Psychology 2001, 81:1014-1027.
7. Bart Yakov, Stephen Andrew T., Sarvary Miklos Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions. Journal of Marketing Research 2014, 51(3):270-285.
8. Belanger France, Hiller Janine S., Smith Wanda J. Trustworthiness in Electronic Commerce: The Role of Privacy, Security, and Site Attributes. The Journal of Strategic Information Systems 2002, 11(3&4):245-270.
9. Blattberg Robert C., Neslin Scott A. Sales Promotions: Concepts, Methods, and Strategies 1990, Prentice-Hall, Englewood Cliffs, New Jersey.
10. Brady Michael K., Cronin J. Joseph Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach. Journal of Marketing 2001, 65(3):34-49.
11. Brasel S.Adam, Gips James Tablets, Touchscreens, and Touchpads: How Varying Touch Interfaces Trigger Psychological Ownership and Endowment. Journal of Consumer Psychology 2014, 24(2):226-233.
12. Cerulo Karen A. Identity Construction: New Issues, New Directions. Annual Review of Sociology 1997, 23:385-409.
13. Coelho Filipe, Augusto Mário, Lages Luis Filipe Contextual Factors and the Creativity of Frontline Employees: The Mediating Effects of Role Stress and Intrinsic Motivation. Journal of Retailing 2011, 87(1):31-45.
14. Day George S. Closing the Marketing Capabilities Gap. Journal of Marketing 2011, 75(4):183-195.
15. eMarketer US MCommerce 2015: eMarketer's Forecast and Trends (accessed September 27, 2015). http://www.emarketer.com/corporate/coverage#/results/1282.
16. Ericson Liz, Herring Louise, Ungerman Kelly Busting Mobile-shopping Myths. The McKinsey Quarterly 2014, (December).
17. Fong Nathan, Fang Zheng, Luo Xueming Geo-conquesting: Competitive Locational Targeting of Mobile Promotions. Journal of Marketing Research 2015, 52(5):726-735.
18. Gant Diana, Kiesler Sara Blurring the Boundaries: Cell Phones, Mobility, and the Line Between Work and Personal Life. Wireless World: Social and Interactional Aspects of the Mobile Age 2001, Springer Verlag, London. B. Brown, N. Green, R. Harper (Eds.).
19. Garg Rajiv, Telang Rahul Inferring App Demand from Publicly Available Data. MIS Quarterly 2013, 37(4):1253-1264.
20. Ghose Anindya, Li Beibei, Liu Siyuan Mobile Trajectory-based Advertising: Evidence from a Large-scale Randomized Field Experiment. working paper 2015, New York University, NY.
21. Google M/A/R/C Study Mobile In-store Research: How In-store Shoppers Are Using Mobile Devices https://ssl.gstatic.com/think/docs/mobile-in-store_research-studies.pdf.
22. Grewal, Dhruv, Bart Yakov, Spann Martin, Zubcsek Peter Pal Mobile Advertising: A Framework and Research Agenda. Journal of Interactive Marketing 2016, 34:3-14.
23. Gupta Sunil For Mobile Devices, Think Apps, Not Ads. Harvard Business Review 2013, (March).
24. Haaker Timber, Faber Edward, Bouwman Harry Balancing Customer and Network Value in Business Models for Mobile Services. International Journal of Mobile Communications 2006, 4(6):645-661.
25. Harris Lloyd C., Ogbonna Emmanuel Exploring Service Sabotage: The Antecedents, Types and Consequences of Frontline, Deviant, Antiservice Behaviors. Journal of Service Research 2002, 4(3):163-183.
26. Heilman Carrie M., Nakamoto Kent, Rao Ambar G. Pleasant Surprises: Consumer Response to Unexpected In-store Coupons. Journal of Marketing Research 2002, 39(2):242-252.
27. Herzig Philipp, Strahringer Susanne, Ameling Michael Gamification of ERP Systems - Exploring Gamification Effects on User Acceptance Constructs. Multikonferenz Wirtschaftsinformatik 2012, 793-804. GITO.
28. Hofacker, Charles, Manchanda Puneet, De Ruyter Ko, Donaldson Jeff, Lurie Nicholas Gamification and Mobile Marketing Effectiveness. Journal of Interactive Marketing 2016, 34:25-36.
29. Hui Sam, Inman Jeffrey, Huang Yanliu, Suher Jacob Estimating the Effect of Travel Distance on Unplanned Spending: Applications to Mobile Promotion Strategies. Journal of Marketing 2013, 77(March):1-16.
30. Kim Su Jung, Wang Rebecca Jen-Hui, Malthouse Edward C. The Effects of Adopting and Using a Brand's Mobile Application on Customers' Subsequent Purchase Behavior. Journal of Interactive Marketing 2015, 31:28-41.
31. Kleijnen Mirella, De Ruyter Ko, Wetzels Martin An Assessment of Value Creation in Mobile Service Delivery and the Moderating Role of Time Consciousness. Journal of Retailing 2007, 83(1):33-46.
32. Kumar Janaki Gamification at Work: Designing Engaging Business Software 2013, 528-537. Springer, Berlin Heidelberg.
33. Kumar Piyush, Dass Mayukh, Topaloglu Omer Understanding the Drivers of Job Satisfaction of Frontline Service Employees: Learning from `Lost Employees'. Journal of Service Research 2014, 17(4):367-380.
34. Lariviere Bart, Keiningham Timothy L., Cooil Bruce, Aksoy Lerzan, Malthouse Edward C. A Longitudinal Examination of Customer Commitment and Loyalty. Journal of Service Management 2013, 25(1):75-100.
35. Lariviere Bart, Joosten Herm, Malthouse Edward C., Van Birgelen Marcel, Aksoy Pelin, Kunz Werner H., Huang Ming-Hui Value Fusion: The Blending of Consumer and Firm Value in the Distinct Context of Mobile Technologies and Social Media. Journal of Service Management 2013, 24(3):268-293.
36. Lichtenstein Donald, Netemeyer Richard G., Burton Scot Assessing the Domain Specificity of Deal Proneness: A Field Study. Journal of Consumer Research 1995, 22(December):314-326.
37. Lunden Ingrid Here's How Spotify Scales Up and Stays Agile: It Runs Squads Like Lean Startups 2012, TechCrunch, (November 17, http://techcrunch.com/2012/11/17/heres-how-spotify-scales-up-and-stays-agile-it-runs-squads-like-lean-startups/ Accessed December 7, 2015).
38. Malthouse Edward C. Mining for Trigger Events with Survival Analysis. Data Mining and Knowledge Discovery 2007, 15(3):383-402.
39. Melton Horace L., Hartline Michael D. Employee Collaboration, Learning Orientation, and New Service Development Performance. Journal of Service Research 2013, 16(1):67-81.
40. MMA Asia (Accessed Oct 1, 2015). http://www.mmaglobal.com/documents/how-big-mobile-marketing-opportunity.
41. Mobiforge.com, (Accessed Oct 1, 2015). https://mobiforge.com/research-analysis/stats.
42. Naik Prasad A., Peters Kay A Hierarchical Marketing Communications Model of Online and Offline Media Synergies. Journal of Interactive Marketing 2009, 23:288-299.
43. Nysveen Herbjørn, Pedersen Per E., Thorbjørnsen Helge Intentions to Use Mobile Services: Antecedents and Cross-service Comparisons. Journal of the Academy of Marketing Science 2005, 33(3):330-345.
44. Peters Kay, Chen Yubo, Kaplan Andreas M., Ognibeni Björn, Pauwels Koen Social Media Metrics - A Framework and Guidelines for Managing Social Media. Journal of Interactive Marketing 2013, 27(4):281-298.
45. PWC Total Retail 2015: Retailers and the Age of Disruption 2015, (February), PricewaterhouseCoppers, LLP, New York.
46. Ramanathan Suresh, Menon Geeta Time-varying Effects of Chronic Hedonic Goals on Impulsive Behavior. Journal of Marketing Research 2006, 43(4):628-641.
47. Ramanathan Suresh, Dhar Sanjay K. The Effect of Sales Promotions on the Size and Composition of the Shopping Basket: Regulatory Compatibility from Framing and Temporal Restrictions. Journal of Marketing Research 2010, 47(3):542-552.
48. Rohm Andrew J., Swaminathan Vanitha A Typology of Online Shoppers Based on Shopping Motivations. Journal of Business Research 2004, 57(7):748-757.
49. Ross Jeanne Designing Your Business for the Digital Economy (accessed December 5, 2015). http://www.oracle.com/technetwork/articles/entarch/oeea-ross-2365369.html.
50. Shankar Venkatesh, Balasubramanian Sridhar Mobile Marketing: A Synthesis and Prognosis. Journal of Interactive Marketing 2009, 23(2):118-129.
51. Shankar Venkatesh, Venkatesh Alladi, Hofacker Charles, Naik Prasad Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues. Journal of Interactive Marketing 2010, 24(2):111-120.
52. Shankar Venkatesh Shopper Marketing: Current Insights, Emerging Trends, and Future Directions. MSI Relevant Knowledge Series Book 2011.
53. Shankar Venkatesh, Inman J.Jeffrey, Mantrala Murali, Kelley Eileen, Rizley Ross Innovations in Shopper Marketing: Current Insights and Future Research Issues. Journal of Retailing 2011, 87(1):29-42.
54. Shankar Venkatesh Shopper Marketing 2.0: Opportunities and Challenges. Review of Marketing Research 2014, 11:189-208.
55. Sherry John F. A Socio-cultural Analysis of a Midwestern Flea Market. Journal of Consumer Research 1990, 17:13-30.
56. Silverman Brian S., Baum Joel A.C. Alliance-based Competitive Dynamics. The Academy of Management Journal 2002, 45(4):791-806.
57. Srinivasan Shuba, Rutz Oliver J., Pauwels Koen Paths to and off Purchase: Quantifying the Impact of Traditional Marketing and Online Consumer Activity. Journal of the Academy of Marketing Science 2015, 1-14. (forthcoming).
58. Stafford Thomas F., Gillenson Mark L. Motivations for Mobile Devices: Uses and Gratifications for M-Commerce. SIGHCI 2004 Proceedings. Paper 7 2004.
59. Tax Stephen S., McCutcheon David, Wilkinson Ian F. The Service Delivery Network (SDN): A Customer-centric Perspective of the Customer Journey. Journal of Service Research 2013, 16(4):454-470.
60. Turkle Sherry Alone Together: Why We Expect More from Technology and Less from Each Other 2011, Basic Books, New York.
61. Van Ittersum, Koert, Brian Wansink, Pennings Joost M.E., Sheehan Daniel Smart Shopping Carts: How Real-time Feedback Influences Spending. Journal of Marketing 2013, 77(6):21-36.
62. Venkatesh Viswanath, Thong James Y.L., Xu Xin Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly 2012, 36(1):157-178.
63. Walker Ben Welcome to the Era of Agile Commerce. Forrester Research Inc. Report, March 11 2011.
64. Walker Naylor Rebecca, Raghunathan Rajagopal, Ramanathan Suresh Promotions Spontaneously Induce a Positive Evaluative Response. Journal of Consumer Psychology 2006, 16(3):295-305.
65. Walsh Shari P., White Katherine M., Young Ross McD. Needing to Connect: The Impact of Self and Others on Young People's Involvement with Their Mobile Phone. Australian Journal of Psychology 2010, 62(4):194-203.
66. Wang Rebecca Jen-Hui, Kim Su Jung, Malthouse Edward C. Branded Apps and Mobile Platforms as New Tools for Advertising, the New Advertising: Branding, Content and Consumer Relationships. Data-driven Social Media Era 2015, Praeger, Santa Barbara, CA. R. Brown, V. Jones, B.M. Wang (Eds.).
67. Wang Rebecca Jen-Hui, Malthouse Edward C., Krishnamurthi Lakshman On the Go: How Mobile Shopping Affects Customer Purchase Behavior. Journal of Retailing 2015, 91(2):217-234.
68. Wilder Kelly M., Collier Joel E., Barnes Donald C. Tailoring to Customers' Needs: Understanding How to Promote an Adaptive Service Experience with Frontline Employees. Journal of Service Research 2014, 17(4):446-459.